Guests arriving at USA Network's event atop the High Line in New York last summer found a receiving line of umbrella-wielding staffers, who provided shelter all the way to the entrance of the covered bash.
A&E Television Networks returned to the Tent at Lincoln Center for its May 8 outing, flaunting its successful rise in ratings with a festive presentation and party that put shows in the spotlight. A Bates Motel–themed check in was a nod to A&E's buzzy new drama, a colorful coat check backdrop played up Lifetime's popular show Project Runway, and a bar filled with curios and knickknacks referenced History's hit Pawn Stars.
Guests lined up at the event's MasterCard-sponsored bars to receive margaritas served in glowing glasses.
On Saturday night, chef Todd English hosted a late-night walk-around tasting at the Plaza Food Hall. Food Network Star winner Justin Warner was on hand to promote General Mills's "Hello, Cereal Lovers" campaign. In addition to pop-art installations made with Trix and waitresses wearing mod dresses covered in images of Cheerios, Warner served cereal-inspired cocktails to guests.
Pier 94 was packed with brand activations, food sampling stands, and drink stations on Saturday and Sunday for the festival's Grand Tasting. Coffee brand Illy brought its Push Button House, an enormous shipping crate that opens up into a mobile café space at the push of a button. The "house" hosted book signings and chef tastings, and guests could tag selfies taken inside with #IllyCoffee and #NYCWFF for the chance to win prizes, like a coffee maker.
Tables in the Illy Push Button House displayed centerpieces of fresh red roses arranged among coffee beans.
Featuring a rustic farm aesthetic dotted with freshly picked floral arrangements, Buick's setup was dubbed the Honey Garden. Attendees could sign up via iPad to win a car, plus sample cocktails made with honey-flavored syrup.
Given the time constraints of attendees—the upfront was directly preceded by Univision's affair and followed by ABC's presentation—the Discovery U.S. Hispanic held its reception before the presentation. Lighting and projections were used to transition the space from daytime to night, the star-lit visuals signifying the start of the presentation.
At the May 29 opening of Hudson Eats at Brookfield Place in New York, Shiraz Events created a step-and-repeat using stacked crates of fresh vegetables.
The Holiday Chic Suite was a lush pop-up space at the 900 Shops on Chicago's Michigan Avenue open this past holiday season. Overseen by Debi Lilly of A Perfect Event, the setup featured place cards tacked onto green apples with bejeweled pins.
At the chocolate brand's New York event in September, a custom tasting table from Abel McCallister Designs seated 16 guests. The table, which continued up the wall, featured artfully arranged truffles along with fresh fruit, nuts, and spices, all set in a bed of melted chocolate.
The American Cancer Society's Discovery Ball took place at Chicago's Radisson Blu Aqua Hotel in April. Inspired by an urban street, the decor from HMR designs included a lemonade stand and a flower cart. A pastry shop edifice displayed sweets that guests could actually pluck off the decor and sample during the cocktail reception.
In Washington, Evoke has designed doughnut walls for clients. The wall was constructed out of pegboard, with 1,200 wooden golf tees showcasing chocolate-glazed doughnuts (forming a “J” for the guest of honor’s name) as well as cinnamon sugar and powdered white donuts. A server with a step stool can pull doughnuts off the wall for guests.
Every year for Essence magazine's annual Black Women in Hollywood event—an award luncheon that takes place during the week before the Oscars—producer Caravents creates a gallery of framed oversize portraits that are also pictured in the magazine's special issue. The artistic tributes hang in the Beverly Hills Hotel's grand stairway, which acts as the entrance to the celeb-mobbed event.
